Conagra is helping grocery shoppers go local when they buy their pantry staples.
The CPG company has launched a marketing campaign that highlights its centre-aisle food brands that are prepared in Canada. The Prepared in Canada campaign—Conagra’s first masterbrand campaign—is meant to show Canadians the wide range of convenient, locally prepared products, including classic pantry staples, that can be found at their local grocery store.
“We’ve seen, especially during the pandemic, that Canadians are increasingly interested in shopping local and supporting their local economy,” says Tebbie Chuchla, head of marketing at Conagra. For example, she notes that more than half of Canadians agree they buy goods produced in their own country whenever they can, according to a fall 2020 study from Vividata.
However, the reality is Canadians still need to buy many of their pantry staples from the supermarket and it can be hard to identify Canadian-produced products, she adds.
“As a company that prepares a variety of products right here in Canada at four facilities across the country, it was a great opportunity to help Canadians find locally prepared products and support their local economy, as part of their regular grocery shopping.”
The Prepared in Canada campaign has been running for the past few months, through public relations, in-store signage, a paid media buy, and an influencer marketing initiative. Conagra worked with six brand ambassadors across the country who created content on their platforms to show how they use Conagra’s pantry staples in their homes.
Most recently, Conagra recently launched a 30-second animated online video. The creative takes a whimsical tour across Canadian communities from B.C. to Quebec where Conagra brands are prepared, including Angie’s Boomchickapop, Hunt’s and VH sauces.
The new spot will run online as YouTube pre-roll, as well as on a variety of lifestyle, entertainment and food websites.